Strategic Communications Planning Steps 1-3 What is research and Why is it important? Basic research methods and tools Step 1: Background Step 2: Situation Analysis Step 3: Core Problem opportunity

What is Research? Gathering information to clarify an issue and solve a problem Wilson and Ogden The systematic gathering of information for the purpose of describing and understanding situations, and checking assumptions about public and public relations consequences Accreditation In Public Relations Study Guide Studious inquiry or examination; especially : investigation or experimentation aimed at the discovery and interpretation of facts, revision of accepted theories or laws in the light of new facts, or practical application of such new or revised theories or laws Merriam-Webster.com The process of learning what you need to know about an organization and its publics to offer good advice Joy Bates Boyle

Why is it Important? “Research provides the information that helps us finds solutions that work. It also demonstrates our credibility to our clients or to management.” Wilson and Ogden, p. 50

Why is Research So Important? Answers the question: Where are you now? Reduces uncertainties Supports recommendations Greater credibility Save time and money Discover new ideas Connect with communities

Why is Research So Important? Foundation for defining communications problems/opportunities and for designing programs to address these problems/opportunities Foundation for effective communications Research Situation Analysis Core Problem

Research Methods Formal – Structured, rules, e.g., surveys, content analysis Informal – Exploratory, e.g., focus groups, interviews, communications audit Quantitative – Statistical data gathering and analysis, precise and conclusive outcomes Qualitative – Individual cases, descriptive, not measurable Primary – You do the research Secondary – You examine what someone else has researched

Research Tool: Communications Audit Analysis of internal and external communications to determine mission alignment and perceptions Internal: Mail, telephone, publications, websites, org charts, data from surveys External: Media coverage, stakeholder opinions

Research Tool: Surveys Phone interviews or written questionnaires What is the mission of CLIENT? What does CLIENT do? What value does CLIENT provide? What do you think is most unique about CLIENT? Where do you usually first hear or see news/changes about CLIENT? What nonprofits do you think are effective, and how does CLIENT compare? How do you think CLIENT is perceived by others?

Research Tool: Competitive Analysis Who your peer institutions are How they are perceived Where they are heading What audiences they serve What distinguishes your organization from theirs What works for them and what doesn’t

Competitive Analysis Try this with your clients: Who are we? One page 25 words List three ways in which we are unique to our constituents Who are our peer institutions? List three distinct “us/them” differences Test/try the results on colleagues, a friend, a skeptic and compare In Search of Excellence by Tom Peters

SWOT Analysis Strengths, Weaknesses, Opportunities and Threats Goal of SWOT: Identify all the major factors affecting your client’s ability to achieve its mission What it is: Key findings “at a glance” Mix of organizational and communications

Step 1: Background Synthesis of pertinent facts drawn from primary and secondary research Comprehensive, but concise Sets the stage for the show – your communications plan Leads your client to the solutions you propose Profile potential publics

Step 1: Background Profile Publics NOT recommending target audiences for the communications plan, not yet Potential publics: probable, possible, (but not unlikely) Get to know John or Jane Q. Individual because….

Step 1: Background Profile Publics Get to know John or Jane Q. Individual because….YOU NEED TO KNOW THEIR SELF-INTERESTS AND THEIR INFLUENCERS Self-interest = what motivates your public to do what you need done…because it benefits them as well “…tapping into the power of self-interest is more effective than appealing to altruism.” Forces for Good People “….act in their own self-interests and unless you can plainly identify those self-interests and appeal to them, the public will not do what you want.” Wilson and Ogden (54) Think about self–interests as you develop a survey

Step 2: Situation Analysis Where are We Now? What Might We Encounter Tomorrow?

Step 2: Situation Analysis Redefine the situation based on the research First paragraph – Describe the situation. Where are we now? Second paragraph – Identify related issues, barriers to be overcome. What might we encounter tomorrow?

Center for Social Justice Research, Teaching and Service Where are we now? What obstacles to overcome? 9 years Low awareness & participation Not valued Faculty see as time consuming, not rewarded Not top funding priority Most students don’t know Inconsistent branding

Step 3: Core Problem or Opportunity One-two sentences that describe the core of the communications problem /opportunity, translated to a tangible consequences if the problem is not solved. What is preventing your client from achieving its mission, in the context of communications?

CSJ Core Communications Problem There is insufficient awareness and participation in some of the Center’s activities, especially those related to community-based research and curriculum and pedagogy, which limits the impact of its community efforts and its ability to be perceived as a leader in higher education social justice research, teaching and service.

American Democracy Institute Statement ADI must clearly communicate its mission, function, and value to members, donors, and other key stakeholders in order to achieve its mission of identifying, educating, and empowering a new generation of leaders to collaboratively create the positive social and political change needed to combat the challenges facing America.

Bonobo Conservation Initiative Opportunity Statement As the only organization focusing solely on the bonobo and in view of its success with the Sankuru Nature Reserve, BCI has the opportunity to take a leadership position in the fight to protect the bonobo and enable a peaceful co-existence between the bonobo and its human neighbors.

Critical Exposure Problem Statement Because Critical Exposure has not been proactive and consistent in communicating with its key publics, its services and partnership are not in high demand, and its fundraising efforts do not yet yield the resources required for organizational growth and stability.

Communities in Schools Problem Statement For continued growth, CIS of the Nation’s Capital must increase its visibility and establish its value among key stakeholders, including elected officials, DCPS, school principals, funders and community partners, to gain support for its core initiatives and serve more students and schools throughout the District of Columbia.

Steps 1, 2, 3 Recap Background Situation Analysis Synthesis of pertinent facts regarding the client and its communications that sets the stage for the plan Communications Audit Competitive Analysis Survey results Profile potential publics SWOT Situation Analysis Core Problem or Opportunity

Answers the question: Where are you now? Research NEVER Ends! Test effectiveness Tweak your program/plan Evaluation Answers the question: Where are you now?